Players got to test their handyman skills (or lack thereof) in a game promoting Canada’s Worst Handyman, a show that aired earlier this year on the Discovery Network. The microsite, which combined live video and virtual graphics, starred “Handy Ted” who is doing some major renovations to his apartment. Ted invites visitors to help by cutting a hole in a wall for a door with a chainsaw or welding next to a live gas line. Inevitably, players’ attempts at doing any of these projects end in disaster and the game offers helpful do-it-yourself tips to avoid such debacles in real life. The viral campaign was accompanied by TVspots, superboards and transit shelters, which helped make Canada’s Worst Handyman the top Canadian series in spring 2006. In addition, visits to discoverychannel.ca were up 29% when the campaign ran in April, compared to the previous month, with the Worst Handyman site being the second most popular section after the Discovery Channel home page.
PRODUCT/SERVICE: Canada’s Worst Handyman TVshow
MARKETER: Discovery Channel, Toronto, Ont.
AGENCY: Fuel Industries, Ottawa
CREATIVE DIRECTORS: Dave Ozipko, Sean Macphedran, Cyrus Hogg
COPYWRITER: Tim Bacon
ART DIRECTOR: Joel Grenier
PRODUCER: Cyrus Hogg
PRODUCTION MANAGER: Pascal Boraschi
MUSIC DIRECTOR: Rob Plowman, Karbon Arc Studio
April Fool’s Day inspired the launch of the Mini Skini, a scooter version of the subcompact Mini. To make people believe Mini Canada was indeed launching such a vehicle, a life-sized version of the Skini was built (featuring Mini accents like rounded mirrors and bonnet stripe) and cellphone photos of it out and about were placed on Mini.ca. On April 1st a microsite, banner ads and a press release were issued touting features like anti-lean control sensors and front and rear air bags. Viewers who went deeper into the website were let in on the April Fool’s joke.
PRODUCT/SERVICE: Mini Canada
MARKETER: MiniCanada, Whitby, Ont.
AGENCY: Taxi, Toronto
WEB DEVELOPER: pixelpusher.ca
CREATIVE DIRECTORS: Zak Mroueh, Steve Mykolyn, Jason McCann
COPYWRITER: Jason McCann
ART DIRECTOR: Nuno Ferreira
DESIGNER: Nuno Ferreira
PRODUCER: Amy Miranda
ILLUSTRATOR: Nabil Elsaadi
CLIENT: Margareta Mahlstedt, Cullen Scannell, Mini Canada
AGENCY ACCOUNT MANAGER: Daryn Sutherland, Jared Stein, Wells Davis
PROP MAKER: Tony Labatt
Mac’s Convenience Stores, Whack
The campaign for Whack froster, a non-carbonated frozen beverage, had two objectives: to increase sales by driving teens to Mac’s convenience stores and to create a bond with the teen demographic through irreverent humour. TV and cinema ads drove consumers to a Shopping Channel-styled website, thatswhack.ca, which featured a brash host who talks up Mac’s Whack with sexual innuendo that links having a Whack to masturbation. For example, you can never have too many whacks in a day or the “size of the drink doesn’t matter when you’re having a whack.” The site launched in the summer of 2006 and resulted in 1,000 unique views per day, and Mac’s froster sales were up 30% over the previous summer.
PRODUCT/SERVICE: Mac’s Whack Froster
MARKETER: Mac’s Convenience Stores, Toronto
AGENCY: Bos, Toronto
CREATIVE DIRECTORS: Chad Borlase, Gary Watson
COPYWRITERS: Gary Watson, Phil Sylver
ART DIRECTORS: Christiaan Welzel, Andrew Kontra, Barry Lachapelle
DESIGNERS: Christiaan Welzel, Barry Lachapelle
PROGRAMMERS: Barry Lachapelle, Graham Huber
PRODUCTION MANAGER: Andrew Kontra
AGENCY ACCOUNT MANAGER: Sherilee Frew
With cheesy organ music and a nerd as its star, the Johnny.ca campaign showcased the Chevrolet small car lineup. Print, broadcast, outdoor and online media drove consumers to Johnny.ca (Jacques.ca in French) where they meet Johnny and his mentor Fred (Marc in French) who advocate safe driving. The site also features video and photo galleries showcasing cars like the Chevy Cobalt and Optra.
PRODUCT/SERVICE: Chevrolet small cars
MARKETER: General Motors of Canada Limited, Oshawa, Ont.
AGENCY: MacLaren McCann Direct & Interactive, Toronto
CREATIVE DIRECTORS: Mike Halminen, Chris Harrison
COPYWRITERS: Kristel Da Silva, Kim Gillis
ART DIRECTORS: Julia Bales, Judy Townson
DESIGNER: Yunjoo Bacic
PROGRAMMERS: Jason Cliff, Rod Hope, Jason Ramsay-Brown
PRODUCERS: Lisa Mendelson, Franca Piacente
CLIENT: Hossein Hassani, advertising manager, GM Canada
AGENCY ACCOUNT MANAGERS: Joanna Lee, Jason Moore, Josie Cuttorelli, Jay Miles, Kristina Allinson
FLASH DEVELOPER: Hussain Rizvi
VIDEO EDITING: Drew Matthews
QA: Jennifer Powell, Keren Mack